HONG KONG, Feb 10, 2021 – (ACN Newswire) – On February 8, Joy Spreader published an announcement to alert that its results in 2020 would achieve substantial growth over 2019.
According to the announcement, the Company's revenue in 2020 is expected to range from approximately HK$880 million to HK$920 million, an increase ranging from around 63.6% to 71.0% as compared to 2019. The gross profit is expected to range from roughly HK$260 million to HK$300 million, an increase ranging from approximately 95.5% to 125.6% as compared to 2019. The profit before exchange gains and losses is expected to range from roughly HK$170 million to HK$200 million, representing an increase ranging from about 123.7% to 163.2% year on year, equivalent to 2.2 times to 2.6 times compared to the same period in 2019.
As disclosed in the prospectus, Joy Spreader's revenue reached a CGAR of 87% and the net profit reached a CGAR of 63% between 2017 and 2019. In the first half of 2020, the revenue and net profit increased by 66.2% and 123.3% year on year, respectively.
Since before listing, Joy Spreader has maintained a strong momentum of continuous rapid growth in performance. The growth "secret" behind the outstanding performance is worthy of attention.
01 The track of mobile-new-media, represented by short videos, has grown rapidly, bringing significant historical opportunities to the performance-based marketing industry
With the rapid development of mobile Internet applications in China, text-based we-media, represented by WeChat official accounts, are flourishing and still in the ascendant. In terms of the number of users, activity level and other dimensions, the fact that short-video mobile-new-media platforms represented by DouYin and KuaiShou have emerged rapidly and gained increasing acceptance by Internet users, is becoming the core driver leading the growth of Internet industry in China. While platforms are competing for user growth, retention, and activity level, the ways to refine the business model and helping PGC and UGC users in the platform ecology to achieve value conversion have become the focuses. Platforms continue to open up traffic monetization channels, allowing content publishers to monetize traffic through advertising, games, online reading, e-commerce, and other products, which undoubtedly enlarges the market opportunity for mobile-new-media marketing.
As the pioneer and leading company of performance-based mobile-new-media marketing market in China, Joy Spreader sufficiently benefits from opportunities brought by the development of the industry. In June 2013, soon after the launch of the WeChat official accounts, the Company took the lead in using marketing-SaaS services to provide commercial monetization services for publishers of text-based content on the official accounts. In January 2019, the Company was among the first to provide commercial monetization services for short-video content publishers from the beginning of DouYin's commercialization. While consolidating the original business position, the Company seized historical opportunities to enter into new areas on time, reflecting Joy Spreader's farsightedness and sensitivity in strategy and also providing the Company with first-mover advantages in the industry.
The opportunities of the short-video track are also reflected in the popularity of KuaiShou's listing recently. The result of its IPO subscription showed that KuaiShou's IPO had received approximately 1.423 million applications for subscription from retail investors, with oversubscription by more than 1,200 times, and had frozen retail investors' funds of approximately HK$1.28 trillion, making KuaiShou achieve the greatest amount of frozen capital in the Hong Kong Stock Market. On the first day of listing, KuaiShou's share price soared 161%, with a market value of HK$1.23 trillion.
Revaluation of the short-video industry chain has been made by the capital markets in the listing of KuaiShou and will further promote the commercialization of short-video platforms. The short-video marketing market will continue to maintain rapid growth in the next few years, which is undoubtedly an excellent period of historical opportunity for Joy Spreader.
02 As a stabilizer of business growth, SaaS services provide high-quality media resources, data accumulation and analytical capabilities for performance-based marketing
It is worth noting that Joy Spreader pointed out in the positive profit alert that one of the important reasons for the performance growth came from the steady increase of the number of users of we-media monetization services (realized by SaaS services). SaaS is the abbreviation of Software-as-a-Service. SaaS companies uniformly deploy application software on cloud servers, so that clients can choose software services provided by SaaS companies online based on their needs of work.
Joy Spreader's main business model is to provide performance-based marketing for clients' products including online cultural products and consumer goods on we-media (or mobile-new-media) platforms such as DouYin and WeChat official accounts. The distribution of online cultural products, including Html5 games and online reading, is mainly achieved through marketing-SaaS services. With the help of the marketing-SaaS service tools provided by Joy Spreader, we-media publishers can directly access its product catalog. The intelligent algorithm engine enables publishers to choose products that best meet the interests and needs of their fans with the highest monetization efficiency, while being legitimate and in compliance with the law.
The application of the SaaS platform in the field of online marketing has completely subverted the traditional online marketing model of traffic trade. The great significance of providing marketing-SaaS services to we-media publishers is that the company can automatically obtain stable high-quality content resources from the traffic platform. While allowing content publishers to monetize efficiently, it can also analyze marketing effects in real-time, providing strong support for Joy Spreader's data accumulation and algorithm iteration.
The accumulation of content-publisher resources is also inseparable from marketing-SaaS services. According to Joy Spreader's Voluntary Announcement of Business Update on December 6, 2020, as of the end of October 2020, the Company provided content monetization services to an aggregate of 36,612 WeChat official accounts, representing an increase of 63.5% as compared to the number as of 31 December 2019. The number of cooperating DouYin accounts, with e-commerce sales and product placement, exceeded 3,000. The number of we-media user traffic access points increased to 366,120, a significant increase compared to the previous year.
Marketing-SaaS services have significantly promoted the increase in the number of mobile-new-media resources and the level of activity, to simulate the effect of performance-based marketing, as well as the increase in the number of marketing clients and product categories.
The marketing-SaaS service platform is expected to help Joy Spreader enhance its ability to quickly accumulate mobile-new-media resources, further stabilize and expand the traffic pool, and ultimately achieve better marketing efficiency and effectiveness.
03 Gross margin improvement verifies Joy Spreader's business model, and data- and-algorithm advantages
According to the forecast of the positive profit alert, the gross profit margin of Joy Spreader in 2020 is expected to be between 29.5% to 32.6%, which is significantly higher than that of 27.1% in the first half of 2020 and 24.7% in 2019.
To a certain extent, the improvement of profitability verifies Joy Spreader's business model of performance-based revenue and the leading edge of the data algorithm. Under the data-driven performance-based marketing, service providers can achieve efficient and accurate data matching by establishing massive databases and tagging. With the increasing number of marketing services, massive data feedback will further optimize the matching efficiency of the algorithm and continuously improve the ROI of marketing services for the Company.
Data and algorithms are key elements and core competitiveness of Joy Spreader's performance-based marketing business. As disclosed in the listing prospectus of Joy Spreader, during the track record period, Joy Spreader has accumulated a large amount of anonymous user behavior data through its services of approximately 1.5 billion online clicks. The Company has established a tag library with thousands of fields for content publishers, including 1) demographic information of fans (such as age range, gender, geographical area, and predicted education level); 2) browsing interest and preference; and 3) nature of we-media content (such as format and category), to improve the accuracy of matching and achieve the expected marketing results.
The improvement of the expected gross profit level in 2020 reflects the success of Joy Spreader's business model, the high efficiency of marketing-SaaS service, and the value and bargaining power of its data algorithm in the business chain. With the gradual emergence of the Matthew effect in the field of online marketing, more client resources and content-publisher resources are expected to be further integrated into the leading players, which will be further conducive to the performance-based marketing effectiveness and SaaS service capability of Joy Spreader in the future.
04 NCO (Network Culture Operation) license supports the ability of distribution and joint-operation of online cultural products such as games and online reading
It is known that as one of the few enterprises in the industry with the qualification of network culture operation license, Joy Spreader possesses the capabilities of distribution and joint-operation of cultural products such as Html5 games and online literature in China.
As a data-and-algorithm driven technology company, Joy Spreader has used its efficient and easy-to-use marketing-SaaS services to provide convenient tools for we-media content publishers for many years, helping them to monetize their traffic from distribution and joint-operation of games, online reading, and other online cultural products.
In 2020, the number of games and literary distributed and joint-operated by Joy Spreader increase significantly. According to the Voluntary Announcement on Business Update published by Joy Spreader on 6 December 2020, by the end of October 2020, the number of online game products promoted by Joy Spreader has reached 205, representing an addition of 61 game products compared with the whole year of 2019; the number of online literary works reached 858, covering 77 categories, representing an addition of 276 new literary works, and 10 new categories compared to the end of 2019. Compared with other online cultural products, the gross profit margin of Html5 game products is relatively high, by allowing the Company to share commissions from the in-game sales from game developers. It has also become a contributing factor to the expected performance growth in 2020.
05 The rapid development of e-commerce sales marketing business indicates higher growth in the future
In the field of short-video e-commerce sales marketing, Joy Spreader is also expected to achieve remarkable results in 2020. Although the details of sales are yet to be disclosed in the positive profit alert announcement, the strong growth of this business sector has been revealed in its past performance announcement. According to the data disclosed in the 2020 interim report, from January to June 2020, the revenue from consumer goods marketing of Joy Spreader increased by 147.76% compared with that in the same period in 2019. The so-called consumer goods marketing business refers to the short-video e-commerce sales marketing business. Compared with online cultural products marketing, consumer goods marketing has a much higher gross profit margin.
In the Voluntary Announcement on the latest performance progress on 6 December 2020, the Company further disclosed the progress of its e-commerce sales marketing business: the number of the category has reached 156, developing from electronic products to full consumer product lines such as daily necessities and cosmetics.
According to the public information, the Company's gross profits from performance-based marketing in the field of e-commerce sales marketing accounted for approximately 16% in 2019, and this proportion increased to 26% in the first half of 2020. Base on the forecast of this trend, it is estimated that the gross profit contribution will exceed 30% in the full year 2020 and beyond. The development of short-video e-commerce sales marketing business has become one of the biggest drivers for the business growth of Joy Spreader.
"Yesterday belongs to social e-commerce, today belongs to live streaming e-commerce, and tomorrow belongs to short-video e-commerce" is a widely spread assertion regarding the development trend of mobile-new-media e-commerce in the industry. As one of the first companies to promote short-video e-commerce sales marketing on DouYin platform, Joy Spreader, a performance-based marketing service company, has commenced its short-video e-commerce sales marketing business from the very beginning and has accumulated a large amount of data and technical experiences. With the continuous in-depth development of the industry, the future development of the Company in the field of short-video e-commerce will be worth looking forward to.
Copyright 2021 ACN Newswire. All rights reserved. http://www.acnnewswire.com
Tag: Media & Marketing
WARC launches Prize for MENA Strategy 2021
LONDON, Feb 1, 2021 – (ACN Newswire) – WARC, the global authority on marketing effectiveness, has today launched the 2021 WARC Prize for MENA Strategy, a search for the best strategic thinking from the region's marketing industry that has driven results.
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Now in its fifth year, this case study competition is free to enter and is open to agencies, brand owners and specialists in any marketing discipline.
This year's competition will be chaired by Peter DeBenedictis, Chief Marketing Officer, Middle East and Africa, Microsoft. Having lived and worked in the Middle East for more than 30 years, Peter has deep experience of growing business in diverse Emerging Markets. Before Microsoft, he led the marketing function for several of the world's leading brands, where he managed multiple investment programmes to drive top-line growth.
Commenting on the awards, Peter DeBenedictis, said: "The ability to combine the art and science of marketing is one of many new challenges facing marketers today, and strategic thinking plays a key role in it. The WARC Prize for MENA Strategy leaves 'marketing for marketing's sake' to the side to shine a spotlight on effective work the industry can draw inspiration from."
Joining Peter DeBenedictis are an eminent judging panel of strategy experts and senior marketers. The 17-strong jury is as follows:
– Peter DeBenedictis, Chief Marketing Officer, Middle East and Africa, Microsoft – (Jury Chair)
– Hind AbuAlia, SVP, S4Capital/MediaMonks
– Rohit Arora, Business Director & Head of Strategy, Liwa Content Driven
– Laura Chaibi, Senior Consultant, Global Media, Nielsen Media Middle East
– Stacy Fisher, Head of Digital Transformation & Innovation, Publicis Groupe
– Noor Hassanein, Strategy Director, Impact BBDO
– Shagorika Heryani, Head of Strategy, Grey MENA
– Ali Khalil, Strategic Planning Director, Wunderman Thompson KSA
– Roxane Magbanua, Business Unit Director, PHD UAE
– Mir Damoon Mir, Chief Creative Officer and Founder, Zigma8
– Stewart Morrison, Managing Director, MENA, FirmDecisions
– Hossam Omar, Director of Brand and Marketing Communications, Etisalat
– Fahad Osman, Regional Director, Global Business Marketing, MENAT, TikTok
– Dewald du Plooy, Marketing Director MENA, Yum! Restaurants International
– Tahaab Rais, President – SLC and Regional Head of Strategy & Truth Central, FP7 McCann MENAT
– Kalika Tripathi, Head of Marketing MENA, Visa
– Nancy Villanueva, CEO, Iberia & Middle East, Interbrand
The jury will award a Grand Prix, Gold, Silver and Bronze accolades as well as five Special Awards recognising specific areas of excellence, two of which are new for this year:
– The Long-Term Strategy Award (new) – for the best strategy designed to build a long-term brand platform, executed over a period of three years or more.
– The Pivot to Digital Award (new) – for the best example of a brand digitising its products or services.
– The Research Excellence Award – for the best use of research in the development of strategic ideas.
– The Brand Rebel Award- for the best example of a campaign departing from category norms.
– The Local Hero Award – for the best example of a challenger brand from the MENA region using smart marketing strategy to take on bigger competitors.
Chiara Manco, Commissioning Editor, Case Studies, WARC, says: "We are delighted to be working with such a distinguished panel to bring to the forefront the very best of the region's strategic thinking that is helping clients solve problems and providing a base for future growth."
The deadline to submit entries is 28 April. More information about the awards, including jury bios and how to enter is available on www.warc.com/awards/warc-prize-for-mena-strategy
Contact:
Amanda Benfell Head of PR & Press +44 20 7467 8125
Copyright 2021 ACN Newswire. All rights reserved. http://www.acnnewswire.com
Following an almost full year of dramatic decline, the global marketing industry ended 2020 in growth
LONDON, Jan 29, 2021 – (ACN Newswire) – WARC has today released an annual review of its Global Marketing Index (GMI) over the 12 months of 2020. WARC's GMI provides a unique monthly indicator of the state of the global marketing industry, by tracking and analysing current conditions among 1000+ marketers, including marketing budgets, trading conditions and staffing levels. This is accompanied by key WARC global advertising spend data.
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Following a year of disruption brought on by the global pandemic, the key takeaways highlighted in WARC's GMI review of 2020 report are:
1. Recovery is apparent across most GMI indices as businesses gain confidence in economies across the world
Over the last 12 months, the GMI has seen the greatest fluctuation in its history. The Headline Global Marketing Index, a summary of how the marketing industry is faring globally, reflects the volatility of 2020.
The year began in slight decline, with a dramatic drop over the first half of the year, reaching an all time low in May at 19.7 as a result of the effects of COVID-19.
Since then, as optimism for an emergence from the pandemic has grown, the index has returned to growth. The year ended with three consecutive months of increased growth rate finishing at 55.4 largely driven by markets across APAC and the Americas, with the pace of recovery slower in Europe.
2. The index for marketing budgets saw both its lifetime high and low index values in 2020
The overall index for global marketing budgets mirrored the trends of the Headline Global Marketing Index. Budgets reached an all time low of 13.4 in May, but as economies started to recover, by December, they were at a value of 57.8 with APAC showing the biggest growth rate.
WARC Data forecasts indicate that it will take at least two years for the global advertising market to fully recover.
When broken down by medium, digital and mobile are the clear drivers of growth from August onwards, driven by the boom in e-commerce as a result of global lockdowns. Digital budgets ended at an index value of 67.4 and mobile at 67.0.
TV remains a resilient channel. After returning to growth in October, it ended the year on 56.0. Although radio, OOH and press budgets have started a slow recovery, the indices for these channels have remained in decline.
3. APAC ended the year with the strongest index levels, showing increased rates of growth across most indices going into 2021
When broken down by region, the GMI indices show the varying confidence levels across the world.
APAC's increase in growth rate in the final few months of 2020 was rapid, whereas the Americas showed steadier growth over the second half of the year, with a particularly strong staffing index compared to other regions. Europe only returned to growth at the end of 2020, but is set for further challenges in 2021 as a result of Brexit and the ongoing second wave of COVID-19.
Summing up, Zoe McCready, Research Executive, WARC, says: "The Global Marketing Index trends through 2020 reflect the volatility seen over the past 12 months as advertising budgets were slashed as a result of the global pandemic. Yet the possibility of emerging from the pandemic and increasing business adaptation to the 'new normal' has seen all regions come back into growth for 2021, with APAC seeing the biggest increase in growth rate.
WARC's monthly GMI data provide a unique early look at the health of the marketing industry, and point to the ongoing strength of digital and mobile channels into 2021, driven by the continued rise of e-commerce as COVID-19 lockdowns continue in many countries."
A complimentary copy of WARC's "Global Marketing Index: A review of 2020" is available to download on lp.warc.com/GMI-report-2020.html. The GMI monthly reports are available by subscription. The next GMI report will be released on 28 January. View on www.warc.com/data/global-marketing-index for more information.
Marketers currently working for a brand owners, media owners, creative or media agencies – or any other organisation serving the marketing industry – can apply to take part in the monthly GMI panel. Find out more on www.warc.com/data/global-marketing-index/register.
Contact:
Amanda Benfell Head of PR & Press +44 20 7467 8125 amanda.benfell@warc.com
Copyright 2021 ACN Newswire. All rights reserved. http://www.acnnewswire.com
AppsFlyer Appoints 20-year Technology Veteran as New Vice President for Sales for SEAPAC
SINGAPORE, Jan 27, 2021 – (ACN Newswire) – Today, AppsFlyer (https://www.appsflyer.com/), the global attribution, and marketing analytics leader, has appointed Joen van Driel as the company's new Vice President for Sales for Southeast Asia-Pacific (SEAPAC). This appointment builds on AppsFlyer's focus on Southeast Asia, India, Japan, and Korea; a high-growth market altogether with more than 663 million new mobile internet users to be added by 2025, according to a GSMA report (https://www.gsma.com/mobileeconomy/asiapacific/).
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With over twenty years of background in strategic technology sales, Joen brings his extensive experience across sales management, strategy, and business development to AppsFlyer's Southeast Asia-Pacific team. Joen also spent the last 17 years based in Hong Kong, Singapore, and the Philippines, working in leadership positions at Oracle, Google Cloud, Adobe, and Salesforce.com, with deep experience providing results-driven solutions for these top-notch technology firms.
Starting from February and based in AppsFlyer's SEAPAC hub in Bangkok, Joen will play a key role in driving results and a long-term strategy for the company, while focusing on new customer successes and developing a high-performing sales team.
"Despite the impact of 2020, AppsFlyer has continued to excel, not only in SEAPAC but globally, and I am honored to work alongside talented individuals in the team to further advance our sales efforts and assert AppsFlyer's dominance in the region. AppsFlyer is well-positioned to help marketers transform their businesses, and the mobile marketing industry continues to expand with the use of mobile apps wildly increasing day by day. I look forward to what lies ahead," said Joen van Driel, Vice President of Sales, SEAPAC, AppsFlyer.
Ronen Mense, President and Managing Director, AppsFlyer APAC says, "We are looking forward to Joen bringing his exceptional transformational leadership skills to the AppsFlyer APAC team. He will play a critical role in leading, building, training, managing the world-class talented, motivated, highly consultative sales team while also implementing comprehensive plans and sales enablement functions to set the team for further success. Joen's dynamic experience makes him the perfect fit for the role with a track record of over-performance within the tech space."
About AppsFlyer
AppsFlyer, the global attribution leader, empowers marketers to grow their business and innovate with a suite of comprehensive measurement and analytics solutions. Built around privacy by design, AppsFlyer takes a customer-centric approach to help 12,000+ brands and 7,000+ technology partners make better business decisions every day. To learn more, visit www.appsflyer.com
Media Contacts
Debbie Beins
PRecious Communications on behalf of AppsFlyer
appsflyer@preciouscomms.com
Press Contact For AppsFlyer in APAC:
Nico Marco
nico.marco@appsflyer.com
Copyright 2021 ACN Newswire. All rights reserved. http://www.acnnewswire.com
UK Advertising spend to recover faster than key international markets in 2021
LONDON, Jan 26, 2021 – (ACN Newswire) – The latest Advertising Association/WARC Expenditure Report expects the UK's ad market to grow by 15.2% this year, an upgrade of 0.8 percentage points from the last forecast in October 2020. The preliminary estimate for growth in 2020 now stands at -7.9% with adspend of GBP 23.17bn – a marked improvement (+6.6 percentage points) since the last outlook owing mostly to brighter prospects for online platforms.
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The new forecasts show that the UK's ad market will make up for 2020's decline and accelerate further into growth this year, reaching a total of GBP 26.69bn – above the previous high of GBP 25.37bn recorded in 2019. Further, the decline seen in the UK's ad market during 2020 is estimated to be softer than the global rate (-10.2%) and that of the rest of Europe (-13.7%). The UK's projected ad market growth in 2021 is also expected to be ahead of key international markets, with the US expected to grow 3.8%, Germany 9.3%, Europe (excluding UK) 8.8%, and China 10.3%.
Internet adspend leads to stronger Q3 2020 performance
The latest dataset includes actual figures for Q3 2020 and predictions for the coming eight quarters. The key findings show that UK adspend fell 3.3% to GBP 5.9bn in Q3 2020. This was far better than the -17.9% forecast in October 2020, owing mostly to better-than-expected internet growth. Internet spend rose 10.1% to GBP 4.2bn during the quarter, buoyed by a 14.5% rise in search spend (which in turn was driven by e-commerce advertising). Overall, UK adspend was down 11.1% over the first nine months of 2020, at GBP 16.2bn.
Fast growth forecast for all media in 2021
Double-digit growth is expected across most media sectors in 2021 – and even triple-figure growth in the case of cinema. Particularly strong results are expected in cinema at 228.4% and reflective of the fact the sector was closed for most of 2020; digital out of home at 53.6%, traditional out of home at 37.7%, and video on demand at 21.2%.
Stephen Woodford, Chief Executive, Advertising Association commented: "The latest figures from the AA/WARC Report come as welcome news at the beginning of the year. Not only does the data show the overall decline expected in 2020 may be less than feared, but the recovery in 2021 will be stronger than we would have dared hope even a few months ago. With the vaccine rollout accelerating and a Brexit trade deal in place, the 2021 business outlook is brightening, reflected by these new forecasts showing a stronger and quicker recovery in adspend, with a stronger rebound than in other large economies. With every GBP 1 of advertising spend generating GBP 6 of GDP, this is good news for jobs and growth in the wider economy."
James McDonald, Head of Data Content, WARC commented: "The latest market data show that the largest online properties were shielded from the worst of the industry downturn last year. Indeed, with consumption and commerce migrating online during the pandemic, the results show that ad money followed to these platforms' benefit.
"Paid search – which accounts for over a third of all advertising spend in the UK – was the format that gained most from a surging e-commerce sector. Ancillary research by WARC shows that online sales recorded a six-year leap in penetration in 2020, as e-commerce's share of all UK retail value rose by 8.4 percentage points to 27.6%. This rate was ahead of China (24.9%) and double that of the US (13.4%) last year.
"The outlook for the year ahead is bullish, reflecting greater certainty around Brexit and the potential for the vaccination programme to unlock economic growth. We now believe that the ad market can overcorrect in these circumstances to top its 2019 peak, though large parts of the industry remain in a fragile state."
A sample copy of this latest report is available to download on lp.warc.com/Expenditure-report-sample-Q3-2020.html.
The Advertising Association/WARC quarterly Expenditure Report is the definitive guide to advertising expenditure in the UK with data and forecasts for different media going back to 1982.
Contact:
Amanda Benfell Head of PR & Press +44 20 7467 8125 amanda.benfell@warc.com
Copyright 2021 ACN Newswire. All rights reserved. http://www.acnnewswire.com
Marketing in a polarized nation: Providing trust, truth and sanctuary creates a pathway for US brands
LONDON, Jan 26, 2021 – (ACN Newswire) – As the United States welcomed a new president, there remains concern among citizens and brands about the country's deep polarization. WARC's first Spotlight US series, "Marketing in a polarized nation," explores how brands can chart a path forward.
While some brands embrace polarization, WARC explains how most Americans are actually moderate, and many are looking to brands for trust, truth and even sanctuary during a time that remains disruptive.
WARC Spotlight US is a new bimonthly series, with each edition focused on a timely topic geared towards helping brands market effectively in the US. The series is a capsule collection of expert commentary and insights, tackling each topic from a range of angles. Contributors to the series are highly-regarded industry professionals offering the latest advice into what's working.
Launching with the theme 'Marketing in a polarized nation', this first Spotlight US includes eight exclusive and diverse pieces bringing together varying points of view and research for brands to draw on at a time of disruption.
Cathy Taylor, US Commissioning Editor, WARC, says: "This quote by the late Senator Daniel Patrick Moynihan made a comeback during the Trump years: "You are entitled to your opinion. You are not entitled to your own facts." A lot of the current polarization emanates from America currently being a nation that cannot agree on its own facts. The challenge for brands is to reach customers with such varying beliefs and attitudes."
"While there are no easy answers, some themes have emerged from this first edition of our Spotlight US series, such as the changing nature of influencers. As a growing share of Americans feel corporations should use their influence to impact important issues, how brands respond to current times will greatly influence where customers spend their hard-earned dollars, as will their ability to build and maintain trust."
WARC's Spotlight US "Marketing in a polarized nation" consists of the following pieces:
– Interview with renowned political marketing strategist Mark Penn on why the US is actually moderate. View on www.warc.com/newsandopinion/opinion/Renowned_political_strategist_Mark_Penn_on_why_the_US_is_actually_moderate/4023
– Kirsten Maryott, Strategy Director, Wieden+Kennedy, explains why polarization, for brands, is a good thing. She says: "Polarization in politics and beyond – gives us passion groups. When it's clear what a brand stands for, and what they stand against, things get interesting." Read on www.warc.com/newsandopinion/opinion/Polarization_why_for_brands_its_a_good_thing/4022
'It's not just political: The cross-currents buffeting US consumers' is an article by Victoria Sakal, Managing Director, Brand Intelligence, on the role of brands in a post-election world.
– Shawn Francis, Head of Creative, WeAreSocial NY, addresses the role of influencers in his piece 'Polarization in the U.S. is fueling a new wave of reliable, authentic influencers.'
– Anita Schillhorn, Director of Strategy, McKinney LA, looks at what unifies Americans in her article 'After the riot: How brands can respond to an ever-changing US political climate.'
– In 'US consumers voted for stability over disruption, and that has implications for brands' J.Walker Smith, Chief Knowledge Officer, Kantar discusses consumer tension around disruption.
– Avin Narasimhan, US Head of Communications Planning, PHD looks at why "Brands need values, not politics."
– Read WARC's Cathy Taylor's opinion piece detailing the report's key themes and why they create a pathway for brands on www.warc.com/newsandopinion/opinion/Trust_truth_and_sanctuary_create_a_pathway_for_US_brands_in_a_polarized_nation/4024.
The topic for WARC's next bimonthly Spotlight US, to be released in March, is US media spend and strategy. Spotlight US complements WARC's Spotlight Southeast Asia (www.warc.com/reports/SpotlightSoutheastAsia), India (www.warc.com/reports/SpotlightIndia) and Australia (www.warc.com/reports/SpotlightAustralia) series, with further market-specific Spotlights being released over the coming months.
Contact:
Contact: Amanda Benfell Head of PR & Press +44 20 7467 8125 amanda.benfell@warc.com
Copyright 2021 ACN Newswire. All rights reserved. http://www.acnnewswire.com
New LeadsRx Ecosystem Attribution Product Enables Transparency Between Online Marketplaces and Their Trusted Partners within a First-Party Data Framework
Portland, OR, Jan 19, 2021 – (ACN Newswire) – LeadsRx, a marketing analytics company, announced the availability of LeadsRx Ecosystem Attribution(TM) – the first comprehensive platform that maps the customer journey and performs attribution analysis across the websites of network owners and their trusted partners promoting and selling products and services within an industry ecosystem.
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Marketing ecosystems are composed of network owners and their partners. In this model, partners sell and promote a product or service, while network owners perform collaborative marketing and are paid a fee to do so by the partner. This is a cooperative relationship, but a single network owner often performs marketing for multiple, even hundreds or thousands, of partners. An ecosystem is formed when multiple competing networks strive to earn the business of partners. Examples of network owners include companies like Zillow, Auto Trader, NZI, and Domino's Pizza, and they function within an ecosystem for real estate, vehicle sales, dentists, insurance brokers and agents, and franchises.
LeadsRx Ecosystem Attribution, with its innovative distributed attribution pixel technology, allows a network owner to electronically share first-party consumer behavior data in real-time with its trusted partners through an authenticated backbone. When combined with the partner's own first-party data, this results in a complete and accurate picture of the collaborative customer journey leading to shared insights and transparent accountability.
"Online marketplaces, directories, and franchised operations all struggle to show the real value they provide to their partners," said AJ Brown, CEO and co-founder of LeadsRx. "This is a billion-dollar problem for these collaborative marketers who otherwise can only communicate self-reported stats that may not be believed by their partners; by using the LeadsRx distributed attribution pixel, network owners can demonstrate their value in a transparent and trusted way, while also levelling the competitive landscape among network owners and other advertising channels."
Until now, these network marketplaces and their partners have lacked the unbiased analytics and multi-channel data sharing capabilities that LeadsRx Ecosystem Attribution provides. Their current advertising and marketing tech-tools lack the ability to shed light and measure the performance of complex collaborative marketing relationships or provide the performance transparency an entire ecosystem requires.
The Problem with Attribution Across Networks
Currently, owners of a network diligently promote and advertise products and services provided by trusted partners, but they are unable to prove that their efforts are paying off with sales conversions. With network owners on one end and selling partners on the other, capturing an accurate customer journey and attribution analysis across this ecosystem requires collaboration and cooperation among the players.
"When ecosystem players use shared technology like LeadsRx Ecosystem Attribution, network owners can electronically add to the chain of events on a consumer's path to purchase," stated Brown. "This provides much-needed transparency and accountability to spark marketing performance and well-spent budgets."
LeadsRx Ecosystem Attribution makes collaborative marketing and data sharing across marketplaces between network owners and partners possible with new distributed pixel technology. For more information about LeadsRx Ecosystem Attribution, read more about the problem network owners are facing. https://pr.report/htaCs8Fn
About LeadsRx
A fast innovator and a marketer's choice for 5,000-plus global and local brands, LeadsRx is an unrivalled multi-touch attribution SaaS platform. Powered by a unique Universal Conversion Tracking Pixel(TM), LeadsRx provides an impartial view of customer journeys, giving each advertising touchpoint proper weight and credit including broadcast media. Founded by marketers, LeadsRx enables companies of any size to elevate marketing performance in a framework that is easily understood delivering sustainable return on ad spend (ROAS). To learn more about how LeadsRx can support you in marketing transformation visit LeadsRx.com. Connect with LeadsRx on Twitter, LinkedIn and Facebook. https://leadsrx.com/
– Twitter: https://twitter.com/leadsrx
– LinkedIn: https://www.linkedin.com/company/leadsrx/
– Facebook: https://www.facebook.com/leadsrx/
For more information
Jeff Fishburn
Fishburn PR for LeadsRx
jeff@fishburnpr.com
SOURCE: LeadsRx
Copyright 2021 ACN Newswire. All rights reserved. http://www.acnnewswire.com
WARC Effectiveness Awards 2021, in association with LIONS, are launched
LONDON, Jan 12, 2021 – (ACN Newswire) – WARC, the global authority on marketing effectiveness, has today launched The WARC Effectiveness Awards in association with LIONS (www.canneslions.com/enter/awards), a new worldwide competition showcasing the best marketing campaigns that deliver business results.
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Shining the spotlight on greatness, these awards are unique for being the first to integrate the WARC/LIONS Creative Effectiveness Ladder, a universal framework of the six approaches for using strategy and creativity to drive specific marketing outcomes. It provides a consistent approach and shared language for benchmarking effectiveness globally.
Grand Prix, Gold, Silver and Bronze accolades as well as Special Awards honouring particular areas of excellence will be awarded to best-in-class work across six categories:
Customer Experience: awarding new ways of engaging with consumers and innovative experiences created to connect and immerse on the path to commercial success.
Collaboration & Culture: awarding strategies and instances of brands entering or impacting on culture that can demonstrate a business outcome.
Sustained Growth: for campaigns that have invested in building a brand over time (12 months or more).
Instant Impact: for short-term campaigns (with a duration of six months or less) that led directly to a sales increase.
Brand Purpose: for marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit for the wider community.
Business-to-Business: awarding effective campaigns from one business targeting another.
Each category will be judged by a high-calibre panel, including senior marketers from some of the world's biggest brands and top agency professionals and specialists from around the globe. They will judge and score submissions based on their objectives, insight and strategic thinking, implementation, business effects and lessons learned.
James Hurman, Founding Partner of Previously Unavailable, who developed the WARC/LIONS Creative Effectiveness Ladder in 2020 (www.warc.com/newsandopinion/opinion/a-masterclass-in-creative-effectiveness/3766), will preside over the use of the Ladder as part of the judging process.
Unique to these awards, shortlisted and winning entrants will receive feedback using the ladder as a reference point. A learnings report will also be published to help drive businesses and the industry forward.
Paul Coxhill, Managing Director, WARC, says: "Drawing on WARC's evidence-based expertise and global approach, the WARC Effectiveness Awards will provide the industry with a universal marketing benchmark like no other to shine a light on great effective marketing.
"Additionally, the invaluable feedback that will be given to shortlisted and winning entrants will enable them to consistently produce highly effective creative campaigns and initiatives."
The WARC Effectiveness Awards are open to submissions from any country and communications discipline and the entry fee has been waived for 2021. Papers will be accepted from 15 February until 01 April. Jury chairs will be announced on 18 January and full juries early February. The six shortlists will be announced in May and the winners will be announced at Cannes Lions in June.
More information on the new WARC Effectiveness Awards is available on www.warc.com/awards/effectiveness.
Contact:
Amanda Benfell Head of PR & Press +44 20 7467 8125 amanda.benfell@warc.com
Copyright 2021 ACN Newswire. All rights reserved. http://www.acnnewswire.com
Weilu: The emerging trend of local vlog in China
BEIJING, Dec 24, 2020 – (ACN Newswire) – On December 12th, 2020, Weilu won the prize of top ten tech brand during the Bsan Forum in Beijing, and begins a new trend of localized vlog in China.
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Competition about vlog among internet giants in China starts in 2019. With 10.8 billion internet users and previous success in short videos, China seems to be the next big market for the vlog. As shown by the public record, the top ten video companies have offered 10 billion traffic incentives to vloggers in China since 2018. According to the Baidu index, in April 2019, vlog reaches its highest index 17479, then decreases to 2525 in December 2020. This leaves the question: "Why Chinese people don't like vlogs like the rest of the world."
"According to a survey conducted by Tencent's Penguin Intelligence, nearly 60% of the users surveyed have never heard of a vlog, and 70% of users claim to have never seen a vlog," says Duncan Du, founder of Weilu. "The main reason is that people speak mandarin in China, so to most local people vlog is a meaningless spelling of letters, impossible to remember or pronounce.
"When we came up with the idea of creating a local brand for vlog, we tried to make it sound like vlog and mean like vlog, which took us 6 months to finish the task, amongst 200 alternatives. It's easy to relate Weilu to vlog in Chinese by meaning or pronunciation. The other meaning of Weilu is from the Chinese idiom weibuzulu, which means too small to record. Our team removed the middle part to get the word Weilu."
So far, Weilu has been quoted on most search engines and online encyclopedias as the meaning for vlogs in China. "To my personal opinion, vlog hasn't entered into the Chinese market yet. It's not hard to understand if you don't assume everyone can speak English in China," says Duncan.
PC or mobile
According to a Chinese internet report, there are around 1 billion mobile devices in China and 300 million PC users in China. The penetration of short video is higher than 70%. Due to the nature of different types of videos, users tend to watch short videos on mobile while watching long videos on pc or pad. Watching long videos on mobile can be costly. However, internet giants are offering cheap data packs to users. With the 5G network upgrade, long video like vlog may boom in China on both mobile and pc platforms.
Vlog or short video
On Wikipedia, the vlog is described as a video blog or video log, sometimes shortened to vlog, and is a form of blog for which the medium is video, and is a form of web television. Vlog entries often combine embedded video with supporting text, images, and other metadata. Entries can be recorded in one take or cut into multiple parts.
Some companies in China attempt to make the concept of vlog the same as a short video, which is not a fact according to Wikipedia. However, there may be some sort of short vlog grown on Chinese internet soil. On Weilu's official website, the requirement for uploading Weilu is 140 seconds or more, and Chinese font is required.
Local or international
There are two types of users for the vlog, the vloggers and the watchers. It is claimed by vlog tools that there will be 10 million vloggers in China by 2020. Vloggers have no problem understanding vlogs. To them, using vlogs is the word of fashion and international. However, on video websites, watchers are the majority. Weilu is trying to find a new path where vloggers can remain international while watchers can understand and most importantly can remember what they are watching.
Media contact:
Company: Chutong Tech (Shanghai) Limited
Room 2601, South Tower, No.300 Xuanhua Road, Shanghai
Website: https://www.Weilu.com
Telephone: +86 36360093
E-mail: dev@Weilu.com
Contact Person: Duncan Du
Copyright 2020 ACN Newswire. All rights reserved. http://www.acnnewswire.com
The Collective for Equality Launched; Aims to Enlist C-Suite commitment for better Workplace Gender Balance in Singapore
SINGAPORE, Dec 17, 2020 – (ACN Newswire) – Singapore-headquartered WomenIconsNetwork.com (WIN), has announced the launch of an initiative – The Collective for Equality (Singapore) – to promote and support the actions of organizations, programs and people working towards achieving the United Nations Sustainable Development Goal 5 that deals with achieving Gender Equality and empowering all women and girls.
A not-for-profit country-specific initiative, The Collective will be guided on a pro bono basis by a Council of Leaders and will urge CEOs in Singapore to not only commit time, effort and resources for ensuring gender-balanced workplaces but also share their goals, experiences and challenges, thus inspiring equality in all walks of life. The aim is to 1) Expand C-Suite support for Gender Equality; 2) Deepen organization commitment for Gender Equity; 3) Broaden the pool of aspiring women leaders.
Grace Park, Manisha Seewal and Dr Vinika Rao join as the Council of Leaders to advise on The Collective' efforts in Singapore. The Council will be expanded with other like-minded leaders.
Speaking on the occasion of the launch, Grace Park, Co-Founder & President, DocDoc said, "Though the SDG 5 Goals are common for the world, every country has to work within the boundaries of economic, social, and cultural realities. Thus, it is important that leaders in Singapore come together to discover innovative yet effective ways to overcome the challenges of gender inequities."
?Every organization irrespective of their size, sector or domicile will have to play its part to ensure that Singapore is truly a gender-balanced place of work. However, we have to recognize and assist organizations that need a nudge and a push to discover the long-term benefits of pursuing a gender-balanced strategy," said Manisha Seewal, Group CMO, Carro and CEO, Jualo.com.
Dr Vinika Rao, Executive Director, INSEAD Emerging Markets Institute & Gender Initiative and Asia Director, Hoffman Global Institute for Business & Society, said, "Some of the reputed corporates in Singapore have covered considerable ground in the journey towards gender equality. Their experience should both inspire others to follow suit and provide learnings on best practices for developing Diversity, Equity, and Inclusion. This is especially relevant today, to ensure that Covid19 does not disrupt decades of hard-earned progress towards developing a gender-balanced workplace and society in Singapore."
Building awareness about an organization's intent for promoting gender-equal place of work is a key benefit of joining The Collective. By sharing news, views, and developments about the gender equality initiatives, an organization can not only attract and retain talent but also distinguish themselves clearly from others in the minds of half the world.
Vishwesh Iyer, Co-Founder & Director, Women Icons Network, said, "The problems of addressing Gender Inequities have been further exacerbated by the pandemic. It is important for leaders to recognize that working towards a gender-balanced workplace is one of the biggest challenges facing us today at the intersection of social and economic inequities.
The initiative, led by the Women Icons Network, aims to internalize the issue of Gender Equity into the collective consciousness as envisaged by the Singapore government. It will also add to the "Conversations on Women Development" that the government has recently rolled out. Following the Singapore launch, The Collective will also be launched in Malaysia and India soon.
About Women Icons Network
Women Icons Network (WIN) is an engagement and data aggregation platform that captures the value of gender-equal places of work across South and South East Asia. Integrating workplace feedback and published data on companies to create a Diversity Metric that differentiates places of work around gender equality, the platform will amplify the efforts of all stakeholders operating in the area of diversity and inclusion.
WIN, headquartered in Singapore, is promoted by two experienced professionals and supported by hundreds of women leaders across South and South East Asia.
For Media Enquiries
Vishwesh@WomenIconsNetwork.com
+65-9101 8487
Copyright 2020 ACN Newswire. All rights reserved. http://www.acnnewswire.com
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